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Overview of the South African Retail Market

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Overview of the South African Retail Market OVERVIEW OF THE SOUTH AFRICAN RETAIL MARKET Prepared for: ICE-Agenzia per la promozione all'estero e l'internazionalizzazione delle imprese italiane On behalf of Veneto Promozione S.c.p.A October 2013 PROGRAMMA PROMOZIONALE SETTORE SECONDARIO List of Figures Figure 1: Trend in Formal Retail Sales, 2007 to 2013 ............................................................................ 1 Figure 2: Retail Sales According to Type of Retailer, June 2013 ......................................................... 3 Figure 3: Composition of Shopping Basket ................................................................................................. 5 Figure 4: South Africa’s Population by Age and Sex, Mid-2013 Estimates ..................................... 6 Figure 5: Provincial Breakdown of South Africa’s Population ............................................................ 7 Figure 6: Monthly Household Income before Tax and Deductions 2012 ........................................ 8 Figure 7: Stores for Grocery (Household and Toiletry) Shopping ..................................................... 9 Figure 8: Clothing Outlets at which Respondents to AMPS Shop ..................................................... 10 Figure 9: Total Number of Respondents that Purchased Shoes from Specific Store in Past Three Months ........................................................................................................................................................ 10 1.0 Overview of the Retail Sector In 2012, the retail, wholesale, catering and accommodation sector contributed 14.4% to overall GDP and reflected growth of 3.5% over the previous year. The retail and wholesale sectors specifically employ an estimated 2,825,000 people, 22% of the national labour force. This positions retail an important sector in the overall South African economy. In 2012, total retail sales in South Africa amounted to R654,1 billion (€62 billion). As illustrated in Figure 1, retail sales have shown steady growth over the last 5 years although the actual level of growth started to slow from 2012 onwards. According to Derek Engelbrecht, Retail and Consumer Products Sector leader at Ernst & Young, “The deterioration in retail sales growth since mid-2012 can in all likelihood be ascribed to a slowdown in real income growth on the back of poor job creation and rising inflation, coupled with a deceleration in the pace of unsecured lending and a substantial drop in consumer confidence levels.” Figure 1: Trend in Formal Retail Sales, 2007 to 2013 2013 is an estimate provided by the Bureau of Market Research Source: Statistics South Africa, Retail trade sales, July 2013 The Bureau of Market Research (BMR) is forecasting an annual growth of 4.5% for formal retail sales in 2013. Based on the BMR growth prospects, formal retail trade volumes will reach R683.6 billion (€64.8 billion) for 2013. According to the BMR report, retail outlets that are expected to show the highest real growth rates include clothing, footwear and leather retailers (7.0%) followed by furniture, appliances and equipment outlets (5.0%) and general dealers (4.8%). In terms of retail sales for food, beverage and tobacco products, BMR expects that consumers are more likely to engage in bulk shopping (especially via general dealers) than spending on specialty food products. Actual sales figures released mid-2013 by Statistics South Africa reflect a far more conservative growth. Measured in real terms (constant 2012 prices), retail trade sales increased by 2,8% year-on-year in July 2013. The highest annual growth rates were recorded for retailers in hardware, paint and glass (10,3%), textiles, clothing, footwear and leather goods (8,9%) and food, beverages and tobacco in specialised stores (4,3%). Non-durable and durable goods sales growth (particularly in the furniture and household appliances category) remains weak. This can be attributed to low levels of consumer confidence, a poor economic outlook for South Africa in 2013 and a weakening of the South African rand which has increased the price of imported goods. Analysts are not expecting a recovery in consumer spending for the remainder of 2013. The largest proportion for retail sales is through general dealers (37% of total in June 2013), followed by textiles, footwear and clothing (21%) and food and beverages (9%). Given the cross over between general dealers and specific food and beverage outlets, a more realistic figure on the food and beverage retail market is provided by industry sources at R220 billion which accounts for 65% of food distribution in South Africa. The remaining 35% is through wholesale channels. Figure 2: Retail Sales According to Type of Retailer, June 2013 Source: Statistics South Africa, Retail trade sales, July 2013 According to Nielsen’s defined basket share of super groups (which excludes fresh products as its panel data), nearly 50% of the average basket is made up of Dry Groceries and Staples as illustrated in Figure 3. Staple categories – such as rice, flour, maize meal and margarine – have experienced deflation over the last year and customers therefore have to spend less on staples and have more available to spend on dry groceries and beverages. Figure 3: Composition of Shopping Basket Source: Nielsen: The Retail Landscape in South Africa Whilst the uptake in online shopping in South Africa has been slower than in many other countries, the trend does appear to be turning. AMPS 2011 figures reveal that nearly 730,000 South African adults do online shopping. Some 66% use only a computer to do so, 23% use only a cell phone, and 11% use both a computer and a cell phone. The Online Retail in SA 2011 study by World Wide Worx shows that the total spent on online retail goods in South Africa passed the R2 billion mark in 2010 for the first time. It reached R2,028 billion, growing at 30% over the previous year. 2.0 Demographic Profile South Africa has a total population of 52.9 million people living in 14.4 million households with a total household income of R1,631 billion (€154 million). Approximately 51% of this population is female. About 29,2% of the population is aged younger than 15 years and approximately 7,8% (4,15 million) is 60 years or older. Of those younger than 15 years, approximately 22% (3,42 million) live in KwaZulu-Natal Province and 19,5% (3,01 million) live in Gauteng Province. The relatively young age of South Africa’s population presents both an opportunity and a challenge: it is an opportunity in that it represents a large up-coming consumer grouping and it is a challenge given the high levels of unemployment and the poor state of South Africa’s education system. It is unclear whether these people will have sufficient education to find employment which would allow them to move up the monthly household income scale. Figure 4: South Africa’s Population by Age and Sex, Mid-2013 Estimates Source: StatsSA Of the nine provinces in South Africa, there are three which, from the perspective of suppliers of consumer goods, are extremely important. Some 54% of the population and 66% of total personal income is earned in these three provinces, namely Gauteng, KwaZulu-Natal and the Western Cape Gauteng Province covers 1.4% of South Africa’s land area, has a population of 12.7 million people (24% of the population) and contributes 34% of South Africa’s GDP. Some 45% of the highest income earning households live in Gauteng. KwaZulu Natal has a population of 10.5 million people (19.7% of the population) and contributes 16% of South Africa’s GDP. The Western Cape has a population of 5.8 million people (11.2% of the population) and contributes 14% of South Africa’s GDP. The importance of these three regions cannot be underestimated in determining strategies for sales of High Value Products Figure 5: Provincial Breakdown of South Africa’s Population Source: Census 2011 South Africa has one of the most skewed income distribution patterns in the world, with the top 10% of the population accounting for 47% of consumption or income. A typical household in the highest income group earns 71 times more than a household in the lowest income group. Figure 6: Monthly Household Income before Tax and Deductions 2012 Source: Amps January to December 2012 3.0 Consumer Behaviour around Shopping AMPS (All Media and Product Survey) provide an annual scan of consumers and consumer behaviour in South Africa. AMPS 2012 worked on a sample size of 25 108 the universe of which is adults 15 years and older. This survey provides a useful look at the shopping habits of South African consumers in terms of stores. As shown in Figure 7, some 21% of respondents shop at Checkers, 14% at Pick ‘n Pay, 13% at Spaza stores (informal retail outlets) and 12% at Spar. These are the most popular outlets for buying household groceries and toiletries and this again points to the demographic make-up of South Africa given that both Shoprite and Spaza Stores cater for low to middle income consumers. Figure 7: Stores for Grocery (Household and Toiletry) Shopping Source: Amps Individual January to December 2012 In terms of clothing, Jet is the most popular store with 14% of respondents reporting that they shop at Jet. This is followed by Mr Price (13%), Edgars (11%), Ackermans (8%), Pep Stores (7%) and Woolworths (7%). Again this points to the demographic composition of the population given that Jet, Mr Price, Ackermans and Pep are all discount brands. The situation with footwear is similar with 14 of respondents shopping at Jet, 11% at Edgars, 9% at Mr Price, 8% at other outlets (this would be small independent stores), 7% at Pep and 7% at Ackermans. Figure 8: Clothing Outlets at which Respondents to AMPS Shop Figure 9: Total Number of Respondents that Purchased Shoes from Specific Store in Past Three Months Source: Amps January to December 2012 4.0 Profile of Key Players 4.1 Food and Grocery The South African food retail market is highly concentrated, with five main players accounting for about 60% of all retail sales. Referred to as the Big 5, the five companies are Shoprite, Pick n Pay, Spar, Woolworths and the new player, Walmart’s Cambridge Foods.
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